Facebook hits play on Instagram video

June 20 - Facebook is launching Video on Instagram- taking a shot at Twitter's Vine and hoping to leverage the photo sharing site's 130 million users. Bobbi Rebell reports.

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Instagram is going where- well where Twitter's Vine has gone before - creating a video sharing service- in this case adding it to its photo sharing app.
The Facebook owned company launching a new feature that lets people create 15 second videos to share. Users can edit it with 13 new filters created for video.
Copycat or not- CNET's Paul Sloan says it's probably gonna work.
SOUNDBITE: PAUL SLOAN, EXECUTIVE EDITOR, CNET (ENGLISH) SAYING:
"I think it's too easy to dismiss that it's copying Vine, which is the app that Twitter released. I mean Vine has 13 million users now and Vine has been on sort of a charm offensive the last couple of days, trying to say how great it is. Because they knew this was coming. But people love Instagram. It has a young user base. People are very engaged with it, and if they are going to use videos it's just already there."
More than 60 million people in the U.S. watched video on their phones last year according to eMarketer. And that's expected to go up to almost 75 million.
Instagram has more than 130 million users.
Instagram is a big part of Facebook's mobile strategy- it's trying to get more advertising.
SOUNDBITE: PAUL SLOAN, EXECUTIVE EDITOR, CNET (ENGLISH) SAYING:
"I think advertisers will like it a lot. It just has to be done tastefully. Facebook- Instagram rather- is doing this with 15 second clips. Vine does it with 6. There are a lot of very clever marketing campaigns on Vine. There is no reason they couldn't do that on Instagram. They just have to tread carefully so as not to annoy users. "
Facebook has stumbled in recent months with a number of product releases including its phone app "Home" along with other efforts like graph and poke. What's different this time might be the cool factor of Instagram.

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